TAB launches major ‘Now You’re In The Game’ multi-channel brand campaign via Y&R NZ

The TAB, with the help of Y&R New Zealand and MBM, has launched a major new campaign to reposition the brand in the eyes of Kiwis.  

The multi-channel campaign – which launched Sunday night with a roadblock across all free to air channels – will roll out across a range of sports with particular emphasis on the upcoming DHL British & Irish Lions Series and the Spring Racing Carnival.

Says Jono Key, managing director, Y&R NZ: “The TAB came to us with big growth targets, so our solution has been to evolve the brand, inspire new punters, and drive youth, energy, and investment into the industry.

VIEW THE 60 SEC BRAND SPOT

VIEW THE LIONS SPOT

VIEW THE RACING SPOT

“As an agency, we’re a group of passionate sports fans who’ve had plenty of fun placing a bet or two over the years. It’s been a fantastic experience working with Simon and his team, and we’re wrapped they chose Y&R to back.”  

Says Tim Huse, ECD, Y&R NZ: “The ‘Now You’re In The Game’ brand positioning reflects the consumer experience, where even a small bet makes a sporting moment more exciting. To bring this to life we’re showing how everyday Kiwis can achieve remarkable sporting success, just by placing a bet via the TAB mobile app.”

Says Josh Moore, CEO/CCO, Y&R NZ: “Many Kiwis aren’t aware of the contribution the TAB makes to funding a breadth of local sport, including tennis, cricket, rugby league, swimming, football, and gymnastics. And of course the three New Zealand racing codes. In 2015 / 16 alone, they distributed $135.3m, forming the backbone of the industry. So moving forward we’ll also be telling the story of the people and the characters within the industry.”   

Says Simon Jarvis, head of strategic marketing at the New Zealand Racing Board: “The TAB has a proud history of delivering excitement to Kiwi punters by enabling them to have some skin in the game. Yet customer preferences are changing with the migration to digital channels and to fixed odds and in-play sports betting.  We felt it was the right time to reposition the TAB brand to broaden our mainstream appeal for a modern Kiwi audience and to set ourselves up for future growth.        

“The team at Y&R really demonstrated their passion for this challenge, got to the heart of our brief,  and we’re delighted with the outcome.”

TAB:

Executive Music & Sound Producer: Jonathan Mihaljevich